Commercial Integrator July 2022 - 30

2022 INTEGRATION AWARDS
Retail
LG Business Solutions:
Citizen Watch Herald Square
LG helps Citizen Watch
set itself apart from
competitors with a
phydigital experience.
By Alyssa Borelli
THE CITIZEN WATCH SHOP in a major
department store in New York City overlays
mesmerizing high-impact digital visuals
onto a watch display case to pull viewers
in as it showcases the real watches behind
the graphics. The innovative retail project
is the brainchild of Citizen Watch with Pac
Team Group designers, the design-build
firm Luminary Design Co. and LG Business
Solutions USA.
Situated in a recognizable and heavily
trafficked retail location, Citizen Watch
wanted to stand out among its competitors.
The core goal with the location was to
present a highly engaging sales video that
doesn't require a salesperson and effectively
mirrors the digital 360-degree product
examination that online shopping has normalized.
It was crucial that the technology
and digital content in the store be seamless,
easy to understand and not get in the way of
sales, while also remaining passive so customers
can shop and learn at their leisure.
Designing a Digital
Shopping Experience
Recognizing the engaging effects of vivid
digital content, it was clear that a technological
approach would be the most
appropriate. The store designers at Pac
Team Group contacted LG, which helped
choose the best products and introduced
the team to the digital experiential experts
at Luminary Design Co.
Luminary imagined an experience that
pairs the depth of online shopping with the
tactile benefits of physical retail. The result
is a captivating product showcase that ele30
Commercial
Integrator JULY 2022
An augmented reality display case at a Citizen Watch shop in a major department store
in New York City blurs the lines between physical product and digital content for an
immersive demonstration.
vates and transforms real watches through
coordinated visual effects, practical product
information and synchronized showcase
lighting. All the elements combine to turn
shopping for a watch into an informative
and exciting new experience for customers.
Luminary leveraged its experience with
the LG Transparent OLED technology to
make it virtually " disappear, " creating
something that fit seamlessly into Pac
Team's retail environment - something that
didn't look like technology at all. What
appears to be an ordinary display case can
suddenly transform into an immersive product
demonstration unlike anything people
have ever experienced, creating a rare
moment of genuine surprise and delight.
The LG Display Solution
The new display and sales experience
didn't even require all-new content creation,
instead relying on a combination of
re-tooled commercial assets and custom
VFX produced by The CSI Group. Dynamic
animations move and shift from individual
product features to full-screen content takeovers,
even including moments where one
half of the display case is transparent, while
the other half plays a product video.
The visuals are tied directly to physical
watches through carefully timed reveals
using " Transparent Squares " within the
video content. Once a watch is revealed,
floating 3D animations emerge from the
physical timepieces and fill the screen to
provide larger than life 360-degree views
of each model.
The final video is a nearly 10-minute loop
that examines the inner workings of Citizen's
famous timepieces, with the existing video repurposed
and altered to leverage the specific
strengths of transparent display technology,
including graphics that appear holographic.
The installation is among the world's first
consumer-facing uses of an augmented
reality display case. Citizen Watch noted
an immediate uptick in traffic volume and
sell-through rates.
Equipment Highlights
LG Transparent OLED Technology
commercialintegrator.com
COURTESY OF LG BUSINESS SOLUTIONS USA.
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Commercial Integrator July 2022

Table of Contents for the Digital Edition of Commercial Integrator July 2022

Commercial Integrator July 2022 - Cover1
Commercial Integrator July 2022 - Cover2
Commercial Integrator July 2022 - 1
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